An analysis of the effect of brands names such as Disney, Nike and Starbucks on consumer behavior.
Written in 2008; 1,263 words; 6 sources; APA; $ 42.95
Paper Summary:
This paper compares three dominant globally-recognized brands and ascertains the brand names' performance on influencing consumers. It specifically focuses on the brands of Disney, specifically their entrance into Europe with EuroDisney, Nike and the development of their global brand and the rapid ascension of Starbucks' as a global brand. The paper looks at the attributes of brand names and their unique market position.
Table of Contents:
Introduction
Examples of the Effects of Brand Names
Conclusion and Recommendations
From the Paper:
"In conclusion, the role of the Disney brand and its decisions to allow French managers to eventually run EuroDisney, the decision by Nike to enhance and strengthen their distribution channels to strengthen their branding, and the deliberate attempts by Starbucks' to create stores that encourage social networking, team meetings and collaboration have all led to the strengthening of these brands. The role of their names, when taken into the context of the framework as defined by Keller (2000) also highlight how critical the synchronizing of multichannel management, integrated marketing communications, and distribution-specific decisions are critical to overall brand value and the continual growth of brand equity."
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